As the holiday season approaches, travelers are reminded to double-check their itineraries, lest they find themselves in delightfully unexpected destinations. Much like the beloved mix-ups in Home Alone 2: Lost in New York, a recent Visit Sweden survey* revealed that 10% of travelers have ended up in the wrong place, resulting in memorable tales—and sometimes even better adventures.

When Travel Mishaps Turn into Magical Moments
From an Asian couple expecting gondolas in Venice but instead enjoying snow-covered Vännäs, to a traveler seeking Lapland's northern lights but landing in the savannahs of Uganda's Kiruna, these stories are both comical and heartwarming. They're also a gentle reminder: even Santa checks his route twice!

For those heading to the original Sweden, this season promises a winter wonderland brimming with traditions, festive markets, and an iconic milestone: the 35th anniversary of ICEHOTEL in Jukkasjärvi.

Discover the Magic of an Original Swedish Christmas
Swedish Christmas kicks off on the first Sunday of Advent, transforming the country into a land of twinkling lights, mulled wine (glögg), gingerbread (pepparkakor), and beloved traditions. Highlights include:

• Lucia Day on December 13: A festival of light featuring candlelit processions and saffron buns. Learn more about this magical tradition here.
• Five popular Christmas Markets:

• Skansen Market, Stockholm: A tradition since 1903, offering festive workshops and handicrafts. Details here.
• Stortorget, Stockholm Old Town: Stockholm's oldest Christmas market, held in the beautiful square of Gamla Stan, features stalls selling Swedish Christmas sweets, artisanal goods, and handcrafted gifts. More here.
• Liseberg, Gothenburg: An amusement park turned winter wonderland, complete with ice rinks and Swedish delicacies. Plan your visit here.
• Falun Mine Market, Dalarna: Held at a UNESCO site, blending carollers and local crafts. Explore more here.
• Jämtli Market, Östersund: Snow-covered stalls and sleigh rides create a fairy-tale setting. Visit here.

• Christmas Eve on December 24: In Sweden, the highlight of the festive season is Christmas Eve. This is when families gather to enjoy the iconic julbord, a bountiful smörgåsbord of traditional Swedish Christmas foods, complemented by julöl (Christmas beer) and julmust (a seasonal soft drink). After the feast, it's time for jultomten (Santa Claus) to appear. One Swedish custom is for an adult to 'pop out to get the newspaper' only to return dressed as Santa, delighting the children with gifts. An essential part of the Christmas Eve tradition in Sweden is gathering around the TV at 3:00 PM to watch the annual “Donald Duck and his friends wish you a Merry Christmas” (Kalle Anka och hans vänner önskar God Jul), a Disney classic that has become a cultural fixture in Swedish households.

Sweden is even working to trademark itself as the original Swedish destination, ensuring no traveler misses out on treasures like fika, cinnamon buns, and midsummer flower crowns. Support Sweden's trademark journey and learn more here.

ICEHOTEL 35: An Iconic Landmark of Art, Adventure, and Arctic Magic

This year, December 13th is doubly special—not only marking the beloved Lucia Day but also celebrating the opening of ICEHOTEL 35 in Jukkasjärvi, a world-famous destination now in its 35th year of blending ephemeral art with Arctic experiences.

Called “ridiculously cool” by TimeOut, with over one million visitors from across the globe in these 35 years, ICEHOTEL continues to be a top choice for travelers seeking not just an extraordinary stay, but an Arctic Experience. Key highlights:

• A Masterpiece of Ice and Snow: Built annually since 1989, building ICEHOTEL 35 took six weeks, using 500 tons of ice harvested from the nearby Torne River and 10 Olympic-sized swimming pools of “snis” (a snow-ice mix).
  
  
• New for 2024: Sleep beneath a rhinoceros in the “WHOOPS WRONG ROOM!!” suite or immerse yourself in Sami craftsmanship in “Áhku Fáhcat,” which means “grandmother's mittens” in Sami.
  
  
• Art Meets Innovation: In addition to the 12 art suites, ICEHOTEL 35 features 20 ice rooms, and a year-round section with 18 permanent suites, the ICEBAR, and an art gallery. Each year, over 26 artists from around the world transform the space into a living gallery of ice art.
  
  
• Eco-Friendly Innovation: ICEHOTEL partners with Vidde Mobility to offer the world's first electric, circular snowmobile tours, allowing guests to explore in harmony with nature.

• Culinary Delights: Try a four-course menu served on ice or the 12-course Chef's Table experience at Veranda, inspired by the region's unique flavors.
  
  
• Wilderness Activities: Experience dog sledding, Northern Lights tours, ice sculpting workshops, and the traditional Jukkasjärvi sauna ritual.

“This year, the artists have truly surpassed themselves – our art suites are playful, stunning, surprising, and deeply moving. I can't wait to open the doors and welcome guests worldwide to experience this magic with us,” says Marie Herrey, CEO at ICEHOTEL.

Discover ICEHOTEL 35 and its offerings here; for more information, press kit and images, visit ICEHOTEL Press and Media Room.

Photo cred Cover photo: WHOOPS WRONG ROOM!!, AnnaSofia Mååg, ICEHOTEL 35, ICE KILN, Jaeyual Lee & Daeho Lee, ICEHOTEL 35, Ceremony Hall: Gaia's Bloom, Lisa Lindqvist & Kate Munro, photo Asaf Kliger, ICEHOTEL. (Download)

The ICEHOTEL in Jukkasjärvi is located about 200 kilometers north of the Arctic Circle near Kiruna in Swedish Lapland; recently, Kiruna was named a European Capital of Culture for 2029, recognizing its cultural creativity, stunning landscapes, and rich traditions.

How to get there
To cater to the rising demand for Arctic and winter tourism, Scandinavian Airlines (SAS) introduced a new non-stop winter-season flight between Copenhagen and Kiruna, launched just yesterday. Adding to the accessibility, Air France will debut its seasonal Paris-Kiruna service next week, making it even easier for travelers worldwide to visit.

There are also domestic flights to Kiruna from Stockholm Arlanda Airport. Alternatively, for those who prefer train travel, the SJ-operated Arctic Circle Night Train offers service between Stockholm and Luleå, Kiruna, and Narvik, running throughout the season starting December 15.

Plan Your Swedish Getaway
Whether it's wandering a Christmas market or sleeping in a suite of snow, Sweden invites travelers to make this holiday season one to remember. Just make sure you're headed to the right Sweden!

For more information on the Original Sweden and Sweden's application to trademark: visitsweden.com/visit-the-original-sweden

For related press imagery: Press imagery & Videos

PR Contact: Josefin Haraldsson, Head of PR Visit Sweden USA, pressusa@visitsweden.com

If you have any questions or need any assistance at all, just let me know. Wishing you a fabulous holiday season and lots of travel magic! 🎄✈️✨

*Survey source: Visit Sweden Survey Autumn 2024, Visit Sweden/YouGov 1,000 interviews per market (UK, US, DE, NL, FR, FI, DK, NO, SE), via the internet, with men and women aged 20-70

Visit Sweden
Visit Sweden is a marketing company owned by the Swedish government. It is a national tourism organisation to promote the destination Sweden to increase the country's attractiveness and contributes to tourism consumption, export earnings and employment. Visit Sweden works together with the Swedish tourism industry to effectively reach the most desired target groups for long-term sustainable tourism. Visit Sweden is based in Stockholm with local representation in several foreign markets.

Welcome to Sweden, a destination of a different nature.